Designed to teach students the foundational principles of marketing in the digital age, this course uses current case studies and engaging, real-world scenarios to help students recognize and analyze marketing in business as well as in everyday life. Curated OER readings, videos, simulations and other learning activities introduce students to the principles of marketing. Unlike some marketing texts that treat digital marketing as an add-on, these course materials incorporate the use of data, digital communications and digital marketing strategies throughout the course, reflecting modern marketing in practice.
This course is designed using Lumen’s innovative Waymaker personalization technologies to improve learning. Waymaker courses help students become better lifelong learners using personalized study plans to encourage practice and self-directed learning. Simple-to-use faculty messaging tools save time helping instructors identify and reach struggling students. Research shows Waymaker courses can eliminate the performance gap that often exists for disadvantaged students.